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News & analysis on digital marketing & analytics

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How & Why to Use Testimonials in Higher-Ed Marketing

By | January 30, 2014

When students face the decision of which school to attend, they not only require more information than needed for lesser decisions. They also often conform to others’ opinions. It’s a big decision that involves big research. And adolescents tend to look to their peers for cues concerning the correct decision. Adolescents are especially actively seeking social proof to assist them in decision-making.

Higher ed marketing professionals can help connect prospective students with the confirmation they require to find the right school.… Read the rest

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Fathom Core Value Stories: January 2014 Edition

By | January 28, 2014

At every company-wide meeting, a handful of Fathomers are formally recognized for extraordinary manifestations of our four core values (“everyone a leader,” “be the consigliere,” “make order from chaos,” “the gun will be there”). This space immortalizes their accomplishments for the world to see. I hereby present the 22nd edition of Core Value Stories:

  • Everyone a Leader, Megan Stinn — For juggling numerous different jobs every day (e.g., email, social media, content, SEO, blogger outreach, etc.) and launching our first marketing automation campaign in the healthcare space.
  • Read the rest

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Content Marketing vs. Content Strategy

By | January 27, 2014

At the risk of getting Inside Baseball on you, I want to call out something first brought to my attention in the most recent episode of “PNR: This Old Marketing.” That something is a debate by the show’s hosts Joe Pulizzi and Robert Rose over the meanings of “content marketing” vs. “content strategy,” inspired by the use of these terms in a new free online class from Northwestern University on content strategy.

Sadly, the Northwestern class, like too many people in my profession, uses the terms interchangeably.… Read the rest

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Social Retargeting Options

By | January 22, 2014

Social networks are being used all the time. Obvi! Heck, I am using them right now! With that, social retargeting is such an amazing advertising tool to reach your customers where they are spending most of their time. So the question is, What is out there for me to try and capture my audience?

Facebook Retargeting Options

Custom Audiences: upload a list of phone numbers, emails, mobile advertiser ID’s, and Facebook user ID’s into Facebook.

Also, a few months back, Facebook partnered with MailChimp to allow you to upload your list to Facebook to use as a Custom Audience list.… Read the rest

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Mind-Blowing Statistics on Digital Marketing for Hospitals

By | January 22, 2014

Fathom has developed long-term strategic partnerships with several health systems and hospitals throughout the US. Part of our responsibility to our clients is to understand how patients use search, social media, video, and email to communicate with health systems and choose a facility for treatment. Not only is this information important to our clients; it is also important for us to help create an integrated digital marketing strategy that reaches users across the web (wherever they may be) and nurtures them until they are ready to schedule an appointment.… Read the rest

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